UGG FOR MEN LAUNCHES FALL 2012 CAMPAIGN WITH TOM BRADY


Posted on September 4th, by HeatherZeller in BLOG.

UGG FOR MEN LAUNCHES FALL 2012 CAMPAIGN WITH TOM BRADY

Just in time for football season and Fall’s fashion debut, UGG Australia is releasing its latest UGG for Men campaign featuring New England Patriots QB, Tom Brady. It’s all part of the brand’s continued efforts to increase male awareness, as the company’s iconic sheepskin boots have often associated with the female crowd. Brady continues his reign as the face of the men’s footwear label, building on a successful launch in Fall 2011 and the most recent Spring campaign. Brady admitted he was a fan of the brand even before the two connected, and he’s been working to recruit his teammates as well. Last season he gifted members of the Patriots with UGG for Men footwear when the team scored a spot in the Super Bowl.

UGG Australia President, Connie Rishwain, told the Boston Globe:

“We couldn’t be more pleased with the relationship,” said Rishwain. “He was definitely our first choice and, for us, an obvious choice, because he is so professional. . . . He’s a leader in his field, he’s obviously attractive, and he’s articulate, not arrogant.”

This year’s integrated marketing campaign will feature digital, print and TV spots where Brady will showcase a range of offerings from the new men’s line. The UGG for Men collection is now more extensive and includes year-around styles such as rugged boots, casual shoes, slippers, cold weather boots, cold weather accessories, sneakers and flip flops. All products will be available at www.uggaustralia.com, at flagship locations and at select retailers, worldwide.

Directed by the Guard Brothers, the latest UGG for Men spot, dubbed “The Invisible Game,” features Brady engaging in a game of imaginary football with a young boy and other patrons in an airport setting. According to the brand, the “Invisible Game”  TV spot and online video are meant to showcase Brady’s “ability to bring millions of people together with the way he plays football. Whether you are a fan or not, you’re drawn to watching him.” UGG Australia wanted to convey the ruggedness, quality and comfort in its footwear in situations where men are active and on the move.

The TV spot will begin airing on September 4th, but fans can view footage on the UGG Australia site. The digital portion of the campaign will also run on CBS.com, Complex.com, Hulu.com, NFL.com, Pandora.com and YouTube.com and print publications such as Details, ESPN, GQ and the Patriots Yearbook.

Additionally, a supersized, 225 foot-high painted wall of Tom Brady can be seen near Madison Square Garden in New York City and tall walls, bus shelters and billboards will be up in Boston and Los Angeles.

(photos courtesy of Boston Globe, WWD)
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